Change is afoot at McDonald’s where on the global stage the incumbent CEO stepped down after failing to revive the fast food chain’s fortunes. The departure of US CEO Don Thompson after less than three years in the role has raised questions about whether the fast food giant can move quickly enought to implement change and halt its revenue decline.

This video from Bloomberg Business highlights the critical numbers it believes have brought Thompson to the brink; he leaves the role in March to be replaced by the company’s chief brand officer, British born Steve Easterbrook.

According to Time Inc, the new chief will need to be up to the challenge to bring McDonald’s back into shape.

There has been criticism that under the stewardship of Thompson the fast food giant has failed to effectively embrace change.

The customised burger

At a local level  the introduction into New Zealand of the customised burger concept is an example of how the burger behemoth has been facing up to challenges, including its customer service.

McDonald’s New Zealand becomes only the third country in the world, after the US and Australia, to offer a new customisable gourmet burger menu called Create Your Taste. Using digital kiosks, customers can build their own burgers, choosing from 20 ingredients such as jalapenos, guacamole and grilled mushrooms. A bunless burger is also available.

Table service and free Wi-Fi will be offered.

Patrick Wilson, managing director of McDonald’s New Zealand, said this will be a real insight into the future of the company.

“How the restaurant looks, how you order your food, how staff interact with customers, what you can order, and how it is made and presented – the whole customer experience takes a quantum shift.

“McDonald’s is innovating again in line with the changing needs and expectations of our customers. We’ve carried out considerable consumer research during the last year and the initiatives we’re rolling out match what our customers have asked us to do,” Wilson said.

Watch this space to see what innovations the new CEO introduces.

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